This article is by Tony Silber, AM&P Network’s director of programming and development.
New York M&A firm Media Advisory Partners represented iSMG in the transaction.
Information Security Media Group, publisher of Bank Info Security and 29 other vertical news and information sites in the cybersecurity space, announced this month that it has acquired a majority stake in the B2B marketing agency Xtra-Mile.
The acquisition will bolster the capabilities of Princeton, NJ-based iSMG’s CyberTheory business unit, specifically in marketing automation and mar-tech stack development. A focus will be on emerging cybersecurity vendors just beginning their digital-marketing journeys.
At the same time, iSMG said in a press release, the deal enhances Xtra-Mile’s ability to assist brands in breaking into global markets and offers a host of other services by leveraging iSMG’s first-party intent data. Xtra-Mile is based in Neve Yamin, Israel.
iSMG CEO Sanjay Kalra noted that the company has served the cybersecurity ecosystem in Israel since its founding 16 years ago. “This move enables us to realize our goal of having a major presence in every global cybersecurity hub and serve our clients with team members on the ground,” Kalra said. “The addition of Xtra-Mile’s capabilities will also support us in better catering to the needs of the global cybersecurity community.”
Xtra-Mile, founded in 2007 by Erez Raz and Sharon Israel, provides its clients with 360-degree digital and media marketing solutions and advisory services. It serves the hi-tech, cybersecurity, and IT domains across Israel, Europe and the U.S.
Co-CEO Sharon Israel called the transaction a landmark event in Xtra-Mile’s history. “We are excited by the synergies and tremendous opportunities for global expansion,” she said. “Given Israel’s strong position as a global cybersecurity hub, we feel this is a natural move for iSMG to invest in the country, and we welcome the commitment.”
Co-CEO Raz said that product enhancements, efficient client delivery, and streamlining execution capabilities in the global environment are a core element of the partnership. “This move further strengthens our commitment toward providing bespoke marketing services to clients globally. We are a nation of entrepreneurs and innovators, and we found a similar spirit in this partnership with iSMG.”
Raz and Israel will join the ISMG senior leadership team.
iSMG general manager Mike D’Agostino noted that the company has been serving numerous cybersecurity and IT companies in Israel for over a decade. “We can now focus on nurturing and deepening those relationships by being right there—entrenched in the community,” he said.
“We were thrilled to have been exclusive financial advisors to Sanjay and the team at iSMG on this important deal,” Media Advisory Partners founding partner Mark Holdreith said. “Xtra-Mile is a great company and strong strategic partner for iSMG. They are well positioned to help accelerate iSMG’s global strategy in the increasingly important, innovative, and fast-growth cybersecurity sector.”
Terms of the transaction were not disclosed.